This document outlines a research design plan to understand how data analytics and algorithms influence online shopping behavior. The study would survey, interview, and observe single 20-30 year olds to analyze their demographics, shopping habits, and attitudes towards online ads. While some find targeted ads useful, many feel uncomfortable that their personal information is tracked. The research could help develop ad models giving users more control over relevancy and privacy. A possible persona is outlined, and sketches presented for traditional, chatbot-style, and blockchain-based ad widget models requiring further testing.